Women’s Impulsive Buying Behaviour towards Clothing: In-store Shopping Context
Zannatul Ferdous Moury

BGMEA University of Fashion and Technology
Email: zannatul.ferdous@buft.edu.bd

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Article Information

Purpose: This study attempts to examine the factors influencing women’s impulsive buyingbehaviour towards clothing at the context of in-store shopping.Methodology: This study is quantitative in nature. Adopting online survey method, primary data havebeen collected from 143 respondents. Nonprobability convenience sampling technique has been usedin this study. Multiple regression analysis and ANOVA have been used to analyse the data and SPSSsoftware has been used to process data.Findings: The study unfolds that the entire store atmosphere has positive effect on women’simpulsive buying behaviour towards clothing. The study found that attractive display of clothing isthe most significant factor that affects women’s impulsive buying behaviour towards clothing.Moreover, discounted price tag, bundle offer, sales representatives’ behaviour and exchange offer alsoinfluence women’s impulsive buying behaviour to a great extent.Practical Implications: Practitioners may invest in upgrading the store atmosphere to enhance thelevel of impulse buying in their stores. Particularly, they need to concentrate on strengtheningfriendliness of sales representatives, designing the display of clothing, exchange offer, discountedprice tag and bundle offer to encourage impulse buying.Originality: There is a paucity of academic literature that investigates the factors influencingwomen’s impulsive buying behaviour towards clothing particularly in in-store shopping setting. Thisstudy addresses this gap by examining the factors that have significant impact on women’s impulsivebuying behaviour towards clothing at the context of in-store shopping.Research Limitations: The study entirely focused on female which might mar the findings’generalizability. Further, this study is limited to general clothing rather than types and specific brands.Additionally this study has not looked into consumer characteristics and situational variables such aspersonality, life style, loyalty, occasion, availability of time and money.